PDN - July 2012

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Book since richard avedon shot ads for Neiman marcus in the Fifties, photographers have been key to the brand’s reputation for innovation and fashion authority. By conor risch

NiNe times a year, luxury departmeNt store NeimaN marcus produces a lavish, 200- to 300-page publication that’s part catalogue, part fashion magazine: it’s called “the Book.” the visual presentation, which includes fashion photographs shot on location and in-studio, as well as still-life and beauty photographs, has recently shifted to become more magazine than catalogue. (that Neiman marcus began accepting ads in the Book from designers, jewelers, and fragrance and cosmetics companies such as Hermès, dior, chanel, and Van cleef & arpels, reinforces its magazine-ness.)

Neiman marcus recently embarked on an effort to refresh its brand, adding greater currency to its marketing efforts, which are led by the Book, the company’s flagship publication. during the past decade the Book has been “highly conceptualized,” says executive creative director Georgia christensen, who launched the Book in 1995 before leaving in 2000 for stints at Victoria’s secret, macy’s and talbots, returning to Neiman marcus last year. the publication “needed to get back to core values of showing merchandise and showing fashion, so it’s impeccably illustrated [with] the highest styling. it’s very relevant, it could be in Vogue,” christensen explains.

in the Fifties, richard avedon photographed ads for Neiman
marcus, christensen points out, establishing the brand’s reputation
for “innovation and fashion authority.” “Neiman marcus is known for
incredibly rich visuals,” she says. “it’s a visual company and so i think
[the] customer is always expecting that.”
as Neiman marcus goes through its revitalization, christensen
and the art directors she works with have turned to photographers
they feel can help them “reenergize the Book and take it in new di-
rections,” she says. among them are diego uchitel, Walter chin and
alistair taylor-young.

For the may issue, uchitel traveled to Buenos aires for shoots that captured the scenery and spirit of the city—“the paris of south america,” as the Book points out. uchitel’s work includes atmospheric black-and-white images of the city interspersed with fashion photographs that highlight clothing and accessories, which were shot on the streets and in beautiful interiors. uchitel is based in New york city but is a native of Buenos aires, and a spread of the catalogue is dedicated to descriptions of uchitel’s favorite places in the city to eat, stay, shop for produce and tango.

Opposite: A photograph of Susan Sarandon by Mark Abrahams for the Spring 2012 Neiman Marcus “Art of Fashion” print campaign. Above: An image from a fashion story shot by Diego Uchitel in Buenos Aires for The Book.